The Mercedes Formula One team have penned a multi-year deal with German sportswear giant Adidas ahead of the 2025 season.
Contract:
- Adidas will design a range of apparel, footwear and accessories for the team and fans
- Several limited-edition drops are planned throughout the year
Context:
Mercedes have been linked with Adidas for some time and the Brackley-based team has finally confirmed that the brand is coming on board for the 2025 season and beyond. Adidas replaces Puma, which had supplied Mercedes in Formula One since 2012.
Having lost its contract with the German Football Association (DFB) last year, Adidas is looking to diversify and expand its reach. In Formula One, it is expected to sign on with the new Audi team when they join the grid in 2026, while the brand’s wider plans reportedly include a partnership with English soccer giants Liverpool from next season.
Comment:
“Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team,” said Toto Wolff, co-owner, chief executive and team principal of Mercedes. “Adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too.
“This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with Adidas as we collectively strive to fight for world championships.”
Bjørn Gulden, chief executive of Adidas, added: “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula One in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture.
“We are extremely proud to introduce the three stripes into F1 as official team partner of the Mercedes-AMG Petronas F1 Team – one of the most successful teams ever. Together, we share the passion for speed, innovation and performance.
“We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG Petronas F1 and to win together.”
Coming next:
The first collaboration as part of this new union between Mercedes and Adidas will be released in February ahead of the 2025 season.
Go deeper:
- How Signify and Mercedes are shining a light on sustainability in F1
- F1 team finances roundup: Is the budget cap working four years in?
Looking to unlock more exclusive insights and strategic connections in the motorsport industry?
The BlackBook Motorsport Forum is the destination that connects and inspires top decision-makers and leaders across global motorsport. Join us in London on 27th March 2025 to dissect the critical balance between on and off-track performance, exploring areas such as technical innovation, sustainability and commercial success. Discover more here.